match.com is one of the UK’s best known online, subscription based dating and relationships service.
Campaign Objectives
A national campaign targeting those more likely to use a dating site
To measure incremental registrations across a period when we could easily isolate the AdSmart effect
Reduce the risk of the comparatively high CPT by using another Sky Media service – Shared Reward, whereby 50% of the campaign cost was based on hitting performance targets.
The Audience
AdSmart enabled match.com to focus their activity on single occupancy households and homesharers. Targeting of this nature provided increased audience efficiency by excluding family households and couples living together as married
Campaign Delivery
match.com used pre-existing TV creative, communicating brand benefits. The campaign ran from the 1st to 30th November 2014.
Campaign Results
The AdSmart campaign was hugely successful in driving incremental registrations across the campaign period: match.com supplied AdSmart with registration data post campaign. This information and results gained through Sky’s Analytics meant the following results were found:
AdSmart delivered 33,487 incremental registrations in November.
12.6% up versus initial forecast of incremental registrations driven by the activity (base line forecasts for the same period were 3% down)
